American Motorcycle Dealer AMD 178 May 2014

™ OUR NOW IN 1 At 2YEsR T H E O N LY M A G A Z I N E F O R T H E W O R L D W I D E V- T W I N PA R T S , A C C E S S O RY A N D P E R F O R M A N C E I N D U S T RY Harley shipments up 5.8 % worldwide in first quarter, up nearly 11 % internationally H ARLEY dealers worldwide sold 57,415 new Harley-Davidson motorcycles in the first quarter of 2014, compared to 54,254 motorcycles in the yearago quarter (up 5.8 percent); in the U.S. dealers sold 35,730 units, up 3.0 percent compared to sales of 34,706 motorcycles in the year-ago period. In international markets, dealers sold 21,685 new Harley-Davidson motorcycles during the first quarter, up 10.9% (19,548 motorcycles in the first three months of 2013), with sales said to be up 20.5% in the Asia Pacific region, 8.2% in the EMEA region (Europe, Middle East and Africa), and 8.9% in Latin American markets. Canada was down by -2.4%. Keith Wandell, Chairman, President and Chief Executive Officer of Harley-Davidson, Inc. said: "Our dealers had a solid quarter of retail motorcycle sales. Sales in the Asia Pacific region were up strongly, and we are encouraged by the continued growth of new Harley-Davidson motorcycle sales in Europe. Domestically we achieved first- great news in our demographic market share data - Keith Wandell quarter retail growth of 3.0% in the midst of a long, cold winter." According to Wandell "there's also great news for Harley-Davidson in the annual reporting of our demographic market share data." According to Polk/IHS data 2013 saw Harley post a sixth consecutive year as the number-one seller of new on-road motorcycles in the U.S. (both MAY 2014 ISSUE #178 NEWS in terms of their 'in-class' 601cc-plus displacement market and across all engine size bands) to young adults age 18-34, women, AfricanAmericans and Hispanics (Harley's "outreach" customers) and Caucasian men age 35-plus (which Harley describes as "core" customers). The Company says that compared to 2012 it grew its U.S. market share and also increased its share gap to the nearest competitor in each of these segments. "Together with our dealers, we continued to expand the appeal of our products and the HarleyDavidson experience," said Wandell. "Harley-Davidson dealers sold more than four times as many new, on-road motorcycles, 601cc and up, to U.S. young adults last year, and among riders age 35-plus, more than nine times as many to women, more than Continued on page 6 >>> A 1994 Evo Softail, 'La Salle' from One Way Machine in Germany took second place in the Modified Harley-Davidson class at the 10th annual AMD World Championship of Custom Bike Building PRODUCTS